Milano heats up Candie’s latest fashion campaign

TV talent Alyssa Milano, star of hit WB series Charmed, will be the face behind a new Candie's/WB fragrance, apparel and accessory campaign targeted to girls ages 14 to 22. The US$10-million campaign kicks off this month to support the simultaneous...

TV talent Alyssa Milano, star of hit WB series Charmed, will be the face behind a new Candie’s/WB fragrance, apparel and accessory campaign targeted to girls ages 14 to 22. The US$10-million campaign kicks off this month to support the simultaneous launch of Candie’s new his-and-hers scent line in U.S. department stores, as well as a jeanswear line that hit shelves in July. Created by Long Island, New York-based InMarketing Inc., in conjunction with Candie’s in-house ad agency, the fragrance campaign will span television, radio and major fashion mags such as Seventeen, Spin, Teen People, Jane and Details.

The TV spots, set to air this month on the WB, MTV, VH1, E! and locally in key markets, feature Milano gettin’ sexy with a beefcake co-star while Roy Orbison croons ‘Candy Man’ in the background. The Orbison tune will also play out in a nationwide radio campaign in conjunction with the fragrance launch, and print ads will start in October.

Candie’s Perfume and Candie’s For Men are housed in funky geometric bottles that were designed to inter-connect like Lego. Promotions to go along with the fragrance launch include gift-with-purchase watches and scented tattoos by New Jersey-based Webcraft Technologies.

A second ad campaign, also spawned by the InMarketing/Candie’s team, will be launched this month to promote Candie’s jeanswear collection. The denim line is currently available at major department stores and retail chains like Bloomingdales, Nordstrom, Gadzooks, Wet Seal and Contempo Casuals. Print ads are slated to start running this month, including one that features Milano engaged in a steamy embrace in the oh-so-classy locale of a limo’s backseat.

According to Candie’s manager of public relations Maria Dolgetta, both the apparel and fragrance campaigns are designed to appeal to Gen Y-ers by taking the nontraditional and racy approach. She adds that Milano was chosen because she is familiar to young adults who remember Who’s the Boss from their formative years, teens who religiously watch Melrose Place, and tween fans of Charmed.

Also on Candie’s project list is a Milano-centered campaign for an accessories collection featuring handbags, sunglasses and prescription eyeglasses, which will also launch this month. Campaign details were not available at press time.